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Paper Boat

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Paper Boat
Product typeBeverages
OwnerHector Beverages
Produced byHector Beverages
CountryIndia
IntroducedAugust 2013; 11 years ago (August 2013)
MarketsIndia
TaglineDrinks and Memories
Website

Paper Boat is a brand of traditional Indian beverages and foods produced and marketed by Hector Beverages, which is headquartered in Bengaluru, India.[1][2]

Paper Boat was launched by Hector Beverages in August 2013.[3] It comprises traditional Indian drinks such as Aam Panna, Jaljeera and Aam Ras. The drinks were initially offered in single serving, flexible pouches; the company has since then expanded to one liter Tetra Pak cartons.[3][4][5][6][7]

The company is funded by N. R. Narayana Murthy-led Catamaran Ventures, Footprint Ventures and Sequoia Capital, among other investors.[8]

History

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Hector Beverages was founded in 2009 by Neeraj Kakkar, Neeraj Biyani, Suhas Misra and James Nuttall.[9]

The company's first product was a protein drink called Frissia, following which the energy drink brand, Tzinga was launched in 2011.[5]

In March 2013, the company launched Paper Boat, a fruit pulp based beverage brand and shifted its focus to the ethnic drinks segment.[5][9]

The brand launched with Aam Panna and Jal Jeera drinks and later added ethnic drinks including Aam Ras, Chilled Rasam, Kokum, Jamun Kala Khatta, Chilli Gauva and Neer More.[10]

The company went through a few organizational changes when co-founders Misra and Nuttall left the company in 2014, and 2015, respectively, leaving Kakkar and Biyani at the helm.[5]

In 2016, Paper Boat launched 500 ml Tetra Prisma Aseptic (TPA) packs of Aam Ras and Anar.[11] The 500 ml packs were discontinued in 2017, when the brand expanded its offering by launching its drinks in 1 liter Tetra Prisma Aseptic cartons.[12]

Paper Boat expanded to the traditional food segment in 2016 by launching the Indian snack, peanut chikki.[7][13][14]

Products

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Drinks

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Paper Boat offers fruit based ethnic drinks[15] and milk based beverages.[15]

Paper Boat produces two seasonal drinks associated with Indian festivals, Panakam (available during Rama Navami) and Sherbet-e-Khas (available during Eid).[16] The brand launched Coconut Water in 2018.[citation needed]

In its one-liter Tetra Pack cartons, the brand delivers Aam Ras, Jamun, Anar, Apple, Guava, Mixed Fruit, Pineapple, Cranberry, Tomato and Lychee Ras.[5] Aam Ras previously contained 45% mango pulp, but reduced it to 25% (shrinkflation) and is made from naturally ripened mangoes.[5]

The drinks offered are as follows:[17]

  • Aam Panna
  • Aamras
  • Anar
  • Chilli Guava
  • Ginger Lemon Tea
  • Jaljeera
  • Jamun
  • Kokum
  • Neer More
  • Panakam
  • Rose Tamarind
  • Şerbet-e-Khaas
  • Thandai
  • Lush Lychee

Foods

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Peanut chikki was Paper Boat's first venture into ethnic Indian snacks.[13] Paper Boat chikki is a Fair-Trade product, a certification that ensures that everyone involved in the making of a product is fairly employed and paid.[18] The company procures its groundnuts directly from a farmers’ collective near Rajkot in Gujarat at the Fairtrade minimum price.[18]

Paper Boat chikki has three other variants: crushed peanut, sesame and Rajgira peanut.[13]

The foods offered are as follows:

  • Nuts, seeds, and berries:[19]
    • Almonds
    • Cashews
    • Mixed nuts
    • Pistachios
    • Raw nuts
    • Supermixes
    • Trail mixes
  • Snacks:[20]
    • Chikki
    • Golgappa
    • Aam papad

Production

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Hector Beverages presently has two manufacturing facilities, one in Mysuru and one in Manesar, Gurgaon, and with a capacity of ten million pouches per month.[1]

The company's first production plant was established in Manesar in 2010.[1] A second, larger manufacturing unit was opened in Mysuru, Karnataka in 2014.[4] While the Manesar plant has a production capacity of 80 bottles per minute, in the Mysuru plant, it is 380 bottles per minute.[5]

Marketing

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The brand name Paper Boat and the tag line ‘Drinks and Memories’ are intended to be references to the consumer's childhood.[21][22]

Paper Boat's television ads were set to an adaptation of the music of RK Narayan's Malgudi Days. Paper Boat’s debut campaign was penned and narrated by poet and lyricist Gulzar, while the later campaign was written by lyricist Swanand Kirkire.[23]

Apart from its television ads, the brand has also released a range short films such as ‘Ride Down the River of Memories’, ‘Waiting for Ma’, ‘My Struggles with the Treasure Chest’, ‘Hum honge kamyab’,[24] and 'Rizwan - Keeper of the Gates of Heaven'.[25]

Paper Boat also ventured into book publishing. It has published reprints of Three Men in a Boat and Jungle Book, which were given away with the beverages as part of gift boxes and sales offers.[26] In 2017, the brand published Half Pants Full Pants by Anand Suspi, a collection of real-life tales about growing up in Shimoga.[27]

References

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  1. ^ a b c Mitra, Sounak (March 12, 2015). "Paper Boat drinks maker Hector Beverages on expansion spree". Business Standard. Retrieved December 5, 2015.
  2. ^ "Contact". Paper Boat. Retrieved 4 December 2015.
  3. ^ a b Kazmin, Amy (March 3, 2015). "Paper Boat bases future on India's drinks nostalgia". Financial Times. Retrieved December 5, 2015.
  4. ^ a b www.ETRetail.com. "After the 500ml Tetra Pak cartons, Paper Boat now extends to shareable 1 ltr family pack - ET Retail". ETRetail.com. Retrieved 2018-05-25.
  5. ^ a b c d e f g Venkatesh, Shruti. "Ethnic drinks: How Paper Boat plans to keep its lead | Forbes India". Forbes India. Retrieved 2018-05-25.
  6. ^ "How Hector Beverages' Paper Boat is making waves in a cluttered soft drinks market". The Economic Times. October 5, 2014. Archived from the original on October 7, 2014. Retrieved December 5, 2015.
  7. ^ a b "Paper Boat - The story of the master Storyteller". A Word To The World. 2020-06-08. Retrieved 2020-06-22.
  8. ^ Tandon, Suneera (13 March 2015). "Paper Boat maker Hector Beverages opens second plant in Mysore". Live Mint.
  9. ^ a b Bhansal, Shuchi (13 Dec 2016). "Paper Boat sails ahead on Indian drinks". Live Mint.
  10. ^ Srivastava, Rajesh (2016-10-18). "Paper Boat: Riding on a wave of nostalgia". Live Mint. Retrieved 2018-05-25.
  11. ^ "Paperboat pushes in-home consumption with 500 ml Tetra Pak cartons". www.afaqs.com. Retrieved 2018-05-25.
  12. ^ Bureau, Indiaretailing (2017-06-15). "Paper Boat introduces its variants in 1 litre tetra pak carton category - Indiaretailing.com". Indiaretailing.com. Retrieved 2018-05-25. {{cite news}}: |last= has generic name (help)
  13. ^ a b c Balaji, R (28 Nov 2017). "'Groundnut barfi fits Paper Boat's DNA'". @businessline. Retrieved 2018-05-28.
  14. ^ "Want to make age-old recipes cool for millenials: Paperboat - Times of India". The Times of India. Retrieved 2018-05-28.
  15. ^ a b "Drinks | Paper Boat Drinks | Paper Boat Beverages Online". www.paperboatdrinks.com. Retrieved 2018-05-28.
  16. ^ Ambwani, Meenakshi Verma (23 Feb 2018). "Paper Boat to sail deeper into dairy-based beverages, ethnic snacks this summer". @businessline. Retrieved 2018-05-28.
  17. ^ "Drinks". Paper Boat Drinks.
  18. ^ a b Seetharaman, G. (2017-02-05). "Why Paper Boat chose to launch a fair trade product". The Economic Times. Retrieved 2018-05-28.
  19. ^ "Nuts, Seeds & Berries". Paper Boat Foods.
  20. ^ "Indian Kitchen". Paper Boat Foods.
  21. ^ "How Paper Boat rowed against the tide to find success". @businessline. Retrieved 2018-06-01.
  22. ^ "DSIM- Digital Marketing Blog". Digital Marketing Blog - DSIM. Retrieved 2018-06-01.
  23. ^ "Paper Boat Takes You Back To Childhood For New Anar Flavour". Lighthouse Insights. 2015-10-07. Retrieved 2018-06-01.
  24. ^ "Paper Boat Shares Rizwan's Story". www.adageindia.in. Retrieved 2018-06-01.
  25. ^ "New Film 'Rizwan' Shows That Paper Boat Is Serious About Brand Storytelling". Lighthouse Insights. 2016-05-10. Retrieved 2018-06-01.
  26. ^ "Paper Boat tests the waters in publishing". @businessline. Retrieved 2018-06-01.
  27. ^ Swamy, Venkatesh M. "What does a beverage maker have to do with publishing? Plenty, if you ask Paper Boat Drinks". Scroll.in. Retrieved 2018-06-01.

Further reading

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